UNDERSTANDING, MEASURING, AND USING BRAND EQUITY

This paper describes a survey research system designed to place a fina ncially related value on the consumer-based equity of brand images and associations. The two components of the system, the Consumer Value mo del and the BrandDynamics((TM)) Pyramid, identify the value of individ ual respondents to a brand based on their predicted loyalty and explai n the variation in that loyalty based on each person's attitudes towar d the brand. The paper demonstrates how findings from the system can b e used to help marketing decision makers manage their brand's equity a nd so maximize the value of their asset.